Black Friday 2024 promises to be one of the biggest in history.According to the Brazilian Electronic Commerce Association (ABCComm), revenue this year should reach R$205.11 billion, an index that is around 10% higher than last year..
However, what appears today to be an incredible opportunity for your business to grow could end up becoming a huge headache if your website is not prepared for an increase in traffic demand.
Among the main mistakes an e-commerce should avoid, the technical aspects of a page should not be overlooked. A website with great content and unbeatable offers will be a failure if the server cannot handle the demand or if the pages load slowly.
What are the main mistakes an e-commerce should avoid during Black Friday?
Not just during Black Friday, but throughout the year, an e-commerce must avoid the following mistakes to ensure a positive experience for customers and increase sales.
1 – Lack of stock preparation
One of the most serious mistakes is not having enough stock of the promoted products. This can lead to customer frustration when they find out that the products are out of stock or not available in the promised quantities.
2 – Website performance issues
Black Friday usually causes a significant increase in website traffic. If the e-commerce is not prepared to handle this increase in visitors, it can result in slow page loading, long wait times, and even system crashes, which deter potential buyers. This, in fact, is one of the biggest points of concern among themistakes you should never make when creating your e-commerce.
3 – Misleading or confusing information
It is important that all promotional information is clear and accurate. This includes prices, discounts, delivery conditions, and return policies. Any misleading information can lead to trust issues with customers and complaints.
4 – Not optimizing for mobile devices
Many consumers access e-commerce sites through mobile devices during Black Friday. If the website is not optimized for these devices, the user experience may be compromised, resulting in lower sales conversion.
5 – Not planning marketing strategies
Black Friday is highly competitive, and failing to properly plan your marketing strategies can result in low visibility and reduced impact of promotions. It is essential to have well-planned campaigns in advance, including email marketing, social media, paid ads, and strategic partnerships.
6 – Inadequate customer service
During periods of high demand such as Black Friday, it is necessary to ensure that customer service is prepared to handle a higher volume of inquiries, complaints, and requests. Failing to provide efficient and prompt support can result in customer dissatisfaction and even loss of sales.
7 – Not monitoring and responding to criticism
It is common for customers to leave feedback and reviews about their shopping experiences. Not actively monitoring these opinions on social media, review sites, and other platforms can be a serious mistake. It is important to identify problems quickly and respond appropriately.
8 – Not carrying out prior tests of promotions
It is essential to test all promotions, discount codes, and website functionalities before Black Friday. Technical errors or promotions that do not work properly can frustrate customers and harm the brand's reputation.
9 – Ignoring data security
With the increase in online transactions during Black Friday, customer data security becomes even more important. Ignoring security practices such as data encryption and compliance with personal information protection standards can result in security breaches and loss of customer trust.
10 – Not tracking performance metrics
Closely monitor e-commerce performance metrics such as conversion rates, number of visitors, average order value, among others. Not monitoring these metrics properly can result in missed opportunities to adjust sales and marketing strategies in real time.
11 – Not having a post-Black Friday continuity plan:
Black Friday is not just about the day of the event. It is important to have a continuity plan to capitalize on sales momentum, maintain customer engagement, and continue promoting offers after the event. Ignoring this planning can result in a significant drop in sales after Black Friday.
Avoiding these mistakes can help an e-commerce maximize Black Friday, providing a positive experience for customers and increasing sales effectively. It is not enough to have good offers and quality products; it is necessary to provide a platform that is technically capable of handling the increased demand without surprises.
It is important to remember that leaving these details for the last minute is not an option. The sooner you get everything working correctly, the better.
